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Transmedia
dossier
What is Transmedia?
Telling a story across different platforms can be very easy nowadays thanks to new technologies, but it's not so easy to create an effective cross-media audiovisual project without getting lost in the different media. That's why we have asked some professionals to explain us "What is Transmedia?" and to show us some of their successful projects. Name: Indrek Ibrus Country: Estonia Job: Head of Crossmedia Production MA program at Tallin University Baltic Film and Media School 1. What is Transmedia? At the Baltic Film and Media School in Tallinn where we have new BA and MA programs called Crossmedia Production we also teach ‘transmedia storytelling’. The difference between the two terms for us is that ‘crossmedia’ is a more generic term. Firstly, it is used in more than one industry – in addition to AV-industries it dominates in print industry, in software, etc. Hence we prefer this, somewhat interdisciplinary term. Secondly, ‘transmedia’ is usually used when people refer to specific narratives, specific projects. As for instance Matrix and other examples that people usually bring – one story that is narrated across multiple media. At the same time ‘crossmedia’ is used to refer to much more metalevel actions – to strategies that large media enterprises use to diversify their content offerings. This is why we have
Name: Montecarlo Country: Spain Job: Filmmaker and storytelling. Funder Quimica Visual
1. What is Transmedia? In plain words, when we talk about Transmedia we mean multiplatform storytelling: a narrative (in the widest sense you can imagine) that uses two or more platforms to expose and expand its contents. They can be “work in progress” stories or closed ones; digital, non digital or a mix of both. Here is an example: a story that includes a TV series, offers additional information in books, takes you to the net and then includes some live meetings. 2. How Transmedia storytelling enriches our stories? A complex transmedia narrative allows you to explore all kinds of situations, see the story from different points of view and experience some moments that can’t be included in a conventional, one platform story. That is why we talk about “StoryWorlds”.
chosen to have ‘Crossmedia Production’ as the name of our program. However, the experiments with ‘transmedia storytelling’ have brought us many fascinating innovations. These clever stories unfold across media platforms whereas the unique ‘affordances’ of specific media devices and platforms are effectively utilized to make stories more interactive. 2. How Transmedia storytelling enriches our stories? The enrichment comes in the first place from the user empowerment, their possibilities for participation. But, of course, the capabilities of transmedia to enrich storytelling are relying on the specific affordances of new technologies. For instance augmented reality applications and locative stories that are based on mobile technologies are probably one of the most fascinating developments. Also interactive film has decades of history, but now after the arrival of tablet computers the promise could be finally fulfilled. In our study programmes we are putting an emphasis on exploring the strengths of various media technologies to be used as part of transmedia narratives. Our students learn how to do develop such technologies or applications themselves.
To learn more about our programs please refer to: www.bfm.ee/programmes/crossmedia/
3. How the new technologies have helped to develop transmedia projects? The use of digital technologies means that, on a deep level, everything is transformed in data that can be manipulated and reinterpreted in a lot of ways. They can help us to connect platforms at different points allowing us to establish different paths for the audience. It also means that, with the help of algorithms, we can personalize the experience so it becomes unique for each participant. 4. How Transmedia can be useful for Marketing? What is the importance of interactivity or/ and audience participation? People always interact: they can go into different layers through different platforms, including different levels of inmersion. It is their choice: they can play as a classic spectator or become a co-creator. Bigger levels of engagement mean more memorable experiences.
"The idea of Europe" teaser: www.youtube.com/watch?v=A5H-RzBq9eE More info: www.linkedin.com/in/montecarlo